محمد خليل

- Spearhead the development of a safe, efficient, and performance-driven global trade ecosystem in alignment with TRIDGE’s mission and strategic objectives.
- Define and implement successful trade deal frameworks by enhancing collaboration between importers, exporters, and HQ.
- Establish and expand TRIDGE’s market presence in GCC from the ground up, including client activation, seasonal forecasting, category expansion, and negotiation of long-term programs, achieving consistent growth.
- Build and nurture strategic relationships with local importers, global exporters, and key stakeholders to drive smooth operational execution, proactively addressing performance gaps against KPIs.
- Conduct market trend analysis, insights, and assess competitor activity to identify and capitalize on new growth opportunities.
- Strengthen the company’s market intelligence capabilities through comprehensive research initiatives, gathering and leveraging critical suppliers and buyers information for strategic planning.

- Developed and executed the annual business development plan by setting key targets across sales, distribution, coverage, projects, product launches, forecasting, and budgeting in collaboration with principals and distributors.
- Planned and implemented channel activation programs, promotions, merchandising initiatives, planograms, and trade marketing campaigns to drive brand visibility, sales, and market share, ensuring full alignment with brand strategies.
- Maximized ROI by tracking and analyzing trade spend versus budget, negotiating trade marketing agreements and BDAs to optimize visibility and sales across all channels.
- Successfully penetrated key market channels across KSA, including Modern Trade (MT), Pharma, Fashion Retail, and Wholesale (WS), leading top account negotiations and in-market activations with targeted product assortments.
- Consistently achieved annual sales targets and KPIs by partnering closely with distributor teams to develop and implement Annual Operating Plans aligned with corporate growth strategies.

- Built and led a high-performance sales team, driving functional planning, workload management, and performance optimization.
- Spearheaded brand growth and exceeded profitability targets by designing and executing comprehensive sales, coverage, and distribution strategies aligned with corporate objectives.
- Developed accurate sales forecasts segmented by product, region, and channel, in line with approved business plans, Led successful market penetration and securing KA BDA's across retail and food service sectors, with a focus on cost efficiency.
- Strengthened business sustainability through strategic key account management, business development activities, and promotional calendar planning.
- Improved operational productivity by enhancing route plan alignment and updating coverage cycles based on market dynamics.
- Bridged skill gaps by delivering monthly sales and distribution performance reviews and presenting quarterly business reviews to board members with actionable growth plans.

- Led the development and execution of category sales targets and forecasts in collaboration with the sales team, ensuring strict alignment with the category development plan and budget compliance.
- Conducted in-depth qualitative and quantitative analysis of consumer behavior, brand health, and competitor activities to drive strategic decision-making and optimize brand and category performance.
- Performed regular market visits to monitor execution standards across distribution, pricing, and promotional activities, identifying growth opportunities and implementing corrective measures.
- Designed and implemented effective sell-in and sell-out programs, including major promotional campaigns, to accelerate product off-take across all trade channels.
- Developed and maintained category-specific merchandising planograms and execution standards, coaching merchandising teams to ensure excellence in in-store execution.
- Fostered strong collaboration with external agencies to support flawless activation and promotional deployment in line with brand strategies.

- Developed and executed the Annual Operating Plan (AOP) activity calendar by channel, collaborating closely with the marketing team to manage push/pull initiatives, customer programs, and sales tool rollouts.
- Delivered competitive market insights by analyzing ACNielsen reports and competitor intelligence, including activities, pricing strategies, and innovations, to support senior management’s strategic decisions.
- Oversaw new product launch operations, monitoring pipeline forecasts and recommending optimized package and pricing strategies to maximize market impact.
- Acted as a critical link between sales and marketing teams, providing trade marketing expertise to enhance strategic planning, implementation tracking, and incremental sales growth.
- Negotiated and coordinated with external suppliers to deliver cost-effective Point of Purchase (POP) materials and customized promotional activities, boosting in-store brand visibility.
- Planned and executed marketing calendars, loyalty programs, and merchandising performance tracking tools to drive sales volume, maximize implementation quality, and strengthen in-store presence.

- Progressed rapidly from Sales Representative (Traditional Trade) to Executive (Modern Trade), Supervisor, and ultimately promoted to Unit Manager by May 2005, demonstrating strong performance and leadership potential.
- Developed and executed trade marketing and distribution plans aligned with brand strategies and market needs, directly contributing to the achievement of regional business objectives.
- Built, coached, and motivated high-performing sales teams through structured on-the-job training, skills development, and performance management.
- Delivered on trade coverage, brand distribution, and outlet visit plans, optimizing route effectiveness and ensuring maximum product availability and visibility across all trade channels and outlet types.
- Managed financial accounts and assets efficiently, implementing merchandising and promotional account plans to achieve distribution and visibility targets.
- Fostered strong relationships with top key accounts, driving high levels of support, loyalty, and sustained business growth.

• Manage financial accounts and assets and implement the account plans for merchandising and promotions, in order to achieve distribution and visibility targets, with close relationship with top Key accounts to gain high level of support and loyalty.